People Want a Personalized Experience, Research Finds

A recent Gartner research paper examines in depth the area of “personalization engines,” which engage individuals online by providing a personalized experience. The report focuses on personalization engines that are being used for digital commerce.

Gartner defines Digital Personalization Engines as technology solutions that identify the optimum experience for an individual and will alter the online presentation layer, trigger an automated response, or pass analysis to the seller or service personnel to act on, as deemed fit. Personalization is an integral component of customer service. Research shows that customers want and expect a personalized experience, and, in many cases, are willing to pay more for it. Personalization engines also include some additional functionality to enhance customer experiences such as assisted selling. That’s when Gartner points to WalkMe. Assisted selling is a function that, according to Gartner, may contribute to a more personalized experience. Furthermore, Gartner recommends that enterprises identify the personalization technology being used in the organization that can be leveraged, and assess whether the technology meets the business’ needs, and to Determine whether the optimum solution is to integrate personalization applications with existing applications, or whether an all-in-one solution is required. Gartner subscribers can read the full report here.